mini – #idle CONCEPT
Integrated/ social/ DOOH campaign to boost the brand’s irreverence level.
Began with a social brief from the client, but didn't run.
Agency: KKLD NYC/ Berlin.
Images by me. (openart.ai assisted with the first.)
POSTERS IN CENTRAL BUSINESS DISTRICTS – TO INTRODUCE THE #IDLE HANDLE
(In English "idle" means "lazy”. And also a vehicle that’s switched on without its electric motors engaged.)
#IDLE COMPETITION
Users score points for spending time on social and gaming channels during working hours.*
Point-scoring times are from 10.00 to 12.00 and 14.00 to 17.00 Monday to Friday.
DOOH Idle League Tables tell us which UK companies are collecting most points.
* Not just logged in but interacting, as detected by the #idle app powered by ActivityMonitor.
Only those with a LinkedIn “Currently employed” status are eligible.
#IDLE COMPETITION PRIZES
Those who do best win spa breaks, wine tasting sessions and guitar tuition – all during working hours.
OOH
VIRAL
A female boss, female exec and shy female intern in a lift.
The boss is congratulating the exec on her work performance.
As the intern exits, the exec makes extra-crude thrusting gestures and says: IMAGINE DOING THAT.
Boss: “THAT” HAPPENS TO BE MY DAUGHTER.
Exec: YEAH, I KNOW.
Exec exits lift. Cut to her getting into her Mini Cooper E in the car park.
DOOH
Messaging timed for people coming into, and leaving work.
(The English expression is normally, “Haven’t you made enough mistakes for one day?”)